Large Social Networks Can Be Targeted for Viral Marketing with Small Seed Sets

  title={Large Social Networks Can Be Targeted for Viral Marketing with Small Seed Sets},
  author={Paulo Shakarian and Damon Paulo},
  journal={2012 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining},
  • P. Shakarian, Damon Paulo
  • Published 20 May 2012
  • Computer Science
  • 2012 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining
In a "tipping" model, each node in a social network, representing an individual, adopts a behavior if a certain number of his incoming neighbors previously held that property. A key problem for viral marketers is to determine an initial "seed" set in a network such that if given a property then the entire network adopts the behavior. Here we introduce a method for quickly finding seed sets that scales to very large networks. Our approach finds a set of nodes that guarantees spreading to the… 

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